fuseproject

It's great New York City is promoting cycling, though it's too bad they paid "fuseproject" to help them "appeal to the new generation of bikers."

Archive 2009-08-01 BikeSnobNYC 2009

I have to imagine that the guys at "fuseproject" once read The Emperor's New Clothes and rather than understanding a parable about self-awareness or humility, they thought "Jackpot!"

Slow and Steady: The Tortoise and the Helmet Hair BikeSnobNYC 2009

I'd like to explain the helmet hat concept away by saying that, as the creators of the NYC condom, "fuseproject" figured they'd continue their success by sticking with the theme of things you unfurl over your head.

Archive 2009-08-01 BikeSnobNYC 2009

Also, Birkenstock has been around for a long time too, but it took "fuseproject" to figure out that they should "showcase" their "overall brand evolution" by copying Crocs:

Slow and Steady: The Tortoise and the Helmet Hair BikeSnobNYC 2009

If the City of New York and "fuseproject" really cared, they'd have designed a really "cool" and convenient basket instead of a helmet:

Slow and Steady: The Tortoise and the Helmet Hair BikeSnobNYC 2009

Basically, it's just a nice way of saying that "fuseproject" is an assembly line of douchery and that people pay them to take things that already exist and "bullshitify" them.

Archive 2009-08-01 BikeSnobNYC 2009

I'd like to explain the helmet hat concept away by saying that, as the creators of the NYC condom, "fuseproject" figured they'd continue their success by sticking with the theme of things you unfurl over your head.

Slow and Steady: The Tortoise and the Helmet Hair BikeSnobNYC 2009

It's great New York City is promoting cycling, though it's too bad they paid "fuseproject" to help them "appeal to the new generation of bikers."

Slow and Steady: The Tortoise and the Helmet Hair BikeSnobNYC 2009

By the way, if you're wondering what "fuseproject" does, here's how they explain themselves:

Archive 2009-08-01 BikeSnobNYC 2009

This is why I was amazed to learn that not only is this not a joke, but also that the City of New York actually paid some company called "fuseproject" to come up with it:

Archive 2009-08-01 BikeSnobNYC 2009